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Johnson & Johnson. Regional market review. April 2011. Regional markets continue to offer above average growth and ROI opportunities to J&J. Affluent consumers that share the values and attitudes relevant to J&J Growth opportunities exist in regional for most J&J brands

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johnson johnson

Johnson & Johnson

Regional market review

April 2011

regional markets continue to offer above average growth and roi opportunities to j j
Regional markets continue to offer above average growth and ROI opportunities to J&J

Affluent consumers that share the values and attitudes relevant to J&J

Growth opportunities exist in regional for most J&J brands

Case studies prove double rate of return from RTV investment

FTA TV IS more dominant in regional and has grown its audience by 20% YOY

slide4

Regional TV covers all areas outside capital cities and reaches 36% of population

QLD

DIARY

REG. WA

NNSW

SNSW

VIC

TAS

regional tv coverage includes large cities and fast growing coastal suburbs
Regional TV coverage includes large cities and fast growing coastal suburbs

Gold Coast

Newcastle & Central Coast

Canberra

Wollongong & Illawarra

d iary markets a diverse mix of urban and rural
Diary markets: A diverse mix of urban and rural

Darwin

Satellite

Regional WA

Mildura

Griffith

Port Pirie/ Broken Hill

Loxton/Mt Gambier

populations of major regional tv markets are comparable with the metros
Populations of major regional TV markets are comparable with the metros

NNSW 2,079

SNSW 1,410

People

Source: ATR & OZTAM 2011, Nielsen Media Research 2010

slide8

Australian population moving North and to the coast. Over 30% growth in 10 years in some regional areas

QLD NSW VIC TAS METRO

National average

Population Increase: 2001 vs. 2011

Source: ATR & OZTAM 2011

urbanisation and high population growth changing the profile of regional australia
Urbanisation and high population growth changing the profile of regional Australia
  • Lower cost of living and lifestyle are main attractions
  • Rural populations moving to regional hub towns
  • Less than 4% of households depend on farming
seachange
Seachange…

… for baby boomers

…for families

typical seachanger ryan 36 wollongong nsw
“Typical” SeachangerRyan, 36. Wollongong NSW

Made the seachange from the “Shire” to the “Gong”. Owns a small business in building trade

Above average income & primary focus is kids and lifestyle.

Loves footy , cars and teaching kids surfing.

slide12

Regional consumers have similar demographic profile to metro

Source: Roy Morgan Single Source (12mths to Dec 2010)

doubling in number of wealthy people living in regional australia in past five years
Doubling in number of wealthy people living in regional Australia in past five years

People 18-54 with HHI $130k+ or Investments $500K+

Source: Roy Morgan Single Source (12mths to Sep 2010, 2009, 2008, 2007, 2006, 2005 )

slide14

Why has regional spending been more stable and the outlook more positive?

  • Lower cost of living – less debt
  • Huge investment in infrastructure
  • Population growth driving development of local economies
  • Resources growth impacting many parts of regional: NSW, QLD, WA, SA.
culturally australia is a divided nation regional is representative of the majority
Culturally Australia is a divided nation: Regional is representative of the majority

YouthfulTechnologicalEnergetic

Upwardly MobileMaterialistFamily Focused

Outer Metro

41%

PragmaticFunctionalPatriotic

InnerMetro

23%

Regional

36%

ExperientialInternationalLibertarian

PracticalCommunitarianSelf Reliant

ConservativeInstitutionalSelf-Controlled

slide17

Regional women start their family life younger and have more children

Source: Roy Morgan Single Source (12mths to Dec 2010)

slide18

RTM case studies are an opportunity for OMD to demonstrate effective media strategy and improve client ROI

Examples

  • Women’s Health (June 2009- May 2010)
  • Listerine (Jan-Dec 2009)
  • Skin Care (Sept 2007 – July 2008)

…RTM is open to discussing any regionally based research project

slide19

Listerine Smart Rinse for Kids main driver of growth – Regional TV response higher

4 W/E Period

Listerine Smart Rinse for Kids share of total sales vs. TV Spend

Source: Scan Data (4 W/E 6/1/08 to 28/12/08) Coles /Woolworths/Bi Lo (Excludes NT)

slide20

4

0

%

of national Listerine sales growth came from regional markets

slide21

R

O

I

3

x

Return from regional TV was positive by year end and 3 times rate of MTV

Source: Aztec/Nielsen, Retail World , Adquest Jan - Dec 2008

slide22

Carefree Liners 2010: FTA TV had clear impact – regional response was as strong as metro

TV spend

2010 Jan - May

Total TV: $973k

Reg share: 21%

Share

NB: No data between Oct-Dec ‘09

Carefree liners share of Liners

Source: Scan Data (4W/E 25/1/09 – 30/5/10) Coles/ Woolworths/Bi Lo (EXCLUDES NT & TAS) NB: Tampons Excludes Coles data,

AdQuest Millennium Jan-May 2010

carefree share of liners grew in every regional market yoy by 4 on average
Carefree share of liners grew in every regional market YOY by 4% on average

Carefree share point gain of liners YOY

Source: Scan Data (4W/E 7/2/10 - 30/5/10) compared with (4 W/E 25/1/09 - 17/5/09)

Coles/ Woolworths/Bi Lo (EXCLUDES NT & TAS)

slide24

R

O

I

1.5

x

Rate of return on investment from regional TV was 1.5 times rate of MTV

Source: Scan Data (4W/E 7/2/10 - 30/5/10)Coles/ Woolworths/Bi Lo (EXCLUDES NT & TAS), AdQuest Millennium Jan-May 2010

reg tv cpm is 45 below metro tv average and delivers double the cost efficiency and roi
Reg. TV CPM is 45% below metro TV average and delivers double the cost efficiency and ROI

Index

TV market CPM indices

National average CPM P18+ = 100

Source: Regional TV Agency Survey 2010

slide26

Higher cost efficiency of regional TV means more can be invested to refine and target communications

Share of national TV budget

Share of national population

slide27

Regional share of J&J TV budget has grown and is at upper range of competitive set – but not at full capacity

Total TV $

January – December 2010

Source: AdQuest Millennium

r egional consumers more likely to watch fta tv but otherwise have same media habits as metro
Regional consumers more likely to watch FTA TV but otherwise have same media habits as metro

Source: Roy Morgan Single Source 12 months to Dec 2010, *AGB NMR Panorama 12 mths to Dec 2010

slide29

Audience share of the new commercial “digital” channels has more than tripled since June 2010

June 2010

Dec 2010

March 2011

Sept 2010

Source: Mediaweek, Metro data from OzTAM and Regional data from Regoional TAM. All People 18:00 - 23:59

slide30

New commercial channels driving Free to air TV audiences up in 2011

  • Subscription TV audiences are down in all key dayparts for the Survey Year to Date
  • FTA viewing is up & commercial TV even more

Audience Year on Year % Change; Combined Agg Markets (QLD, NNSW, SNSW, VIC & TAS) Total People; Sun-Sat; Survey 1-2, 2011 vs. 2010

Source: Regional TAM; Survey 1-2, 2011 vs. 2010; Consolidated Data

slide31

Regional TV is part of the community… “We live here too”

  • News & current affairs
  • Local TV ads
  • Promotions
  • Community sponsorships

…means greater engagement

slide32

Local content reel…

www.regionaltvmarketing.com.au

slide33

Regional markets will continue to offer J&J higher growth and ROI from proportional share of TV spend

  • Affluent consumers
  • Responsive to TV
  • Interested in brands and new ideas
  • Most cost efficient mass medium available to Johnson & Johnson